The M1 business, worth US$15 million, has been held by TBWA\Tequila for the past five years.
Y&R has secured the business for an initial 12-18 month period pending a full pitch for M1’s upcoming “Mobile Number Portability” campaign, which is expected to form the core of its communications this year.
Y&R has secured the business for an initial 12-18 month period pending a full pitch for M1’s upcoming “Mobile Number Portability” campaign, which is expected to form the core of its communications this year.
Tanuj Philip, MD of Y&R Singapore commented on the win, “This is excellent news! We are looking forward to being involved in the next chapter of the M1 story.”
“M1 is a fantastic brand with a wonderful DNA and immense potential. Everyone at Y&R Singapore is excited about the account and we are ready and raring to go,” he added.
Neil Montefiore, CEO of M1, said, “M1 and TBWA have had a good and effective partnership over many years and their creative ideas have made a difference to the evolution of the M1 brand and market positioning.”
He added, “This change of creative agency is part of our periodic review of such services as we move on to face new challenges in the market and I wish to thank TBWA for their strong support during an important period of M1’s development.”
The Omnicom agency had last premiered M1’s ‘Brighter’ campaign, which included a logo redesign and slogan, in November 2007 to reinvigorate the telco brand in Singapore.
“From our point of view, it’s been five years, so it’s a good parting of ways,” said TBWA Group Singapore chairman Phil Brett.
“After five years, I would expect clients to start looking around, and they’ve moved to an agency with a significant amount of telco experience.”
TBWA\Tequila won the account from DDB after a previous review in 2003.
M1’s profits grew a modest 4.4 per cent to S$172 million (US$122 million) in 2007.
